Introduction
This comprehensive exploration of what works in campaigning is a practical ‘how-to’ guide for using the principles and strategies of effective campaigning as a new form of public politics.
How to Win Campaigns is a practical guide for creating and running successful campaigns. Written for the new campaigner and the experienced communicator alike, it explores what works (and what doesn’t) and shows how to use principles and strategy in campaigning as a new form of public politics.
Applicable to any issue and from any point of view, the book’s key steps and tools provide models of motivation, analysis and communication structure.
Campaigns are wars of persuasion. Use of communication is often the key to success or failure. By itself, public concern is rarely effectively focused: hence this book is mostly about how to use communication to enlist and focus the support of others. While there are lots of books about issues, this one is about the tactics and strategies of campaigning and communication, looking as much as possible at underlying principles. pg.2
This fully revised and updated second edition includes the following new features:
- Campaign Master Planner
- Political Checklist
- Motivational Values
- Behaviour Change
- Campaigning and the Climate Issue
- Dealing With Disasters
- Using Celebrities
- Being Interesting
- Brainstorming
- Visual Narratives
- A Strategy For Values, Behaviour, Politics and Opinion
- Emergencies
- Tame and Wicked Problems
- How To Tell If You Are Winning
- Plus all new case studies on – new media and the Obama campaign, the smoking ban, chemicals and health and greening Apple computers.
Contents
- Introduction
- 1. How To Begin
- 2. Communicating With Humans
- 3. Motivational Values
- 4. Campaign Research and Development
- 5. Campaign Plans
- 6. Organizing Campaign Communications
- 7. Constructing Campaign Propositions
- 8. Working With News Media
- 9. Keeping A Campaign Going
- 10. Old Media, New Media
- 11. To Do And Not To Do
- 12. The Bigger Picture Basic Campaign Checklist Case studies:
- Climate Change Campaigning: The effect of starting conditions
- Converting an Issue into a Campaign: The Case of WWF’s Chemicals and Health Campaign
- Formative Campaign Research: The Undersea Obama Election Campaign: A New Media Case Study
- Issues and Power Analysis: Greening Apple Computers
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Book Preview
Note: This book has 2 editions.
1st Edition – 2005 as How to Win Campaigns: 100 Steps to Success.
2nd Edition – 2010 as How to Win Campaigns: Communications for Change
Watch Videos
Watch introduction to effective campaigning by Chris Rose as outlined in his book ‘How to win campaigns’.